Bastét
A Ritual for Renewal
The Context
Bastet's founders enlisted Wedge to turn a product idea into a total brand vision across naming, strategy, visual identity, and packaging design. Their mission was to build a high-performance oral care brand that earned its place on the beauty counter. The first product: Toothpaste, featuring their hero ingredient, nHA (nanohydroxyapatite)—a mineral naturally found in human teeth, known for supporting enamel protection. With this, we went to work.
The Insight
nHA is proven to support remineralization. We positioned this function as restorative. Physical and emotional well-being, “A Ritual for Renewal.” This point of view unlocked a self-care experience where rigor meets pleasure.
The Big Idea & Success
Bastet is a world built on integrity, beauty and protection—all virtues embodied in Ancient Egypt by the goddess Bastet. And so we had a name. For the design system, we found our inspiration in architecture. From French museums we borrowed the monumentality of details and typography carved in their facades, a timelessness to signal trust and rigor. Bastet launched DTC and in select retail in 2026.
High-performance meets high-design.
Bastét’s wordmark design is inspired by the façade of la grande galerie de l'evolution of the natural museum in Paris (1889).
Disciplines
- Brand Strategy & Narrative
- Packaging Architecture
- Naming
- Visual Identity System
- Packaging Design System
- Creative Direction
- Brand Guidelines
- Packaging Production
As seen in
BP&O -- “Wedge’s Bastét Toothpaste Brand Design Makes Absolutely No Sense for Its Category — And Perhaps That’s What Makes It So Utterly Gorgeous.”
Abduzeedo -- “Bastét: Inside Wedge’s New Oral Care Branding.”
The Brand Identity -- “Wedge designs Bastét, an oral-care brand for the beauty counter.”
Glossy -- “Wellness Briefing: A New Class of Oral Care Disruptors Hopes to Shake Up the Space.”
Team
Design Director: Justin Lortie
Creative Director: Sarah Di Domenico
Strategy: Nancy Chen
Design Lead: Capucine Labarthe, Gabrielle Lamontagne
Designer: Élodie Trudel, Leo Maubert
Senior Production Designer: Étienne Angot
Account Manager: Albert Sinotte
Account Director: Fredo Zavarella
Case Study Team: Albert Sinotte, Diego Aguilar, Alexis Coutu-Marion, Leo Maubert, Charles Desmarais
Collaborators
Photographer: Blouin Heartz
Wardrobe: Frederique Gauthier
Beauty: Valeria Arimova
Prop Stylist: Lisa Cyang
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